TY  - BOOK
AU  - Egan,John
TI  - Marketing communications
SN  - 1844801217 (pbk.)
AV  - HF 5415.123 E28m 2007
U1  - 658.8/02 
PY  - 0000///28 cm
CY  - London, United States
PB  - Thomson
KW  - Communication in marketing
KW  - Marketing
KW  - Advertising
KW  - Comunicación en mercadeo
KW  - Promoción de ventas
KW  - Publicidad
KW  - 20150700
N1  - Includes bibliographical references and index; 1. Marketing communications. -- 2. Communications theory. -- 3. Buying behaviour. -- 4. Image and brand management. -- 5. Marketing communication planning. -- 6. Understanding marketing research. -- 7. Target marketing. -- Campaign tactics and management. -- 9. Advertising. -- 10. Sales promotion. -- 11. Public relations. -- 12. Sponsorship and product placement. -- 13. Direct marketing and E-Commerce. -- 14. Personal selling, point-of-sale and supportive communicaions. -- 15. Integrated marketing communications. -- 16. Internal marketing. -- 17. Marketing channels and business-to-business communications. -- 18. Ethical marketing and business-to-business communications. -- 19. The communications industry. -- 20. Global marketing communications. -- 21 The changing face of marketing communications
ER  -